Family owned food wholesaler with online trade directory
ISCA Foods came to us with an existing, under-performing website that no longer represented the company well. They needed to reposition themselves as a family owned business that had grown from strength to strength over the years, specialising in distributing local producers and growers. The site needed to represent the range of brands and foods that they distributed and reflect the size and success of their company.
On the home page of this website the range of foods they sell is clearly accessible via a bold left hand menu that lists out the produce in categories. Even though they didn’t want to sell online, we developed this site on the CS-Cart ecommerce platform so it could have all the product display functionality of an online shop, but with the check-out function turned off. This allows for categories, sub-categories, individual product pages with zoomable images and any accompanying info. ISCA Foods were really enthusiastic about the project and undertook themselves to photograph all their products which really helped. It is often the photos that let a site down. We guided them on the size and resolution we needed for the product shots and they set up the items on wooden chopping boards, slate plates and with slightly coloured backgrounds that really assisted in promoting them to their fullest.
ISCA Foods wanted to maintain the site after it went live and so we designed home page banners in a style that could easily have new images and text inserted on them, to show the latest brands or seasonal items they carry, but yet still maintain a clean design look and feel.
We also developed a colour coded Google map for them that lists out the delivery days and geographic zones for their customers. Their ‘Become a Customer’ page has a quick enquiry form, so new customers can easily and quickly send them an email. We also recommended that as ‘local produce’ was their USP that they should include info on their suppliers in a new Local Producers page. This page lists info on the producers in an accordion style, which they can maintain and update themselves via the back-office dashboard. They also have a blog to keep customers up-to-date on the business and its products now, and a downloadable ‘product list’ if customers wish to browse offline.
All in all we helped this very successful local business talk directly to their trade customers and provide them with all the food info they would want, and delivery questions they might have, on one efficient website that has helped reposition them in their market.
We have recently taken on Google Adwords support for ISCA, completing keyword research and setting up an Adwords account on their behalf. Although they are well known within the South West for what they do, they know they need to be competing for new shops looking for a wholesale food supplier online. We started by establishing the specific keywords that they want to advertise and monitor the campaign and budget each month, reporting back to our client as we go.